The Evolution of the Online Physician Profile

NEW WAYS FOR DOCTORS TO MANAGE THEIRONLINE REPUTATION

Agenda NEW MODEL OF CONSUMERISM

#DIGITALFIRST

OUR FIND-A-DOCTOR PROBLEM

ONLINE REPUTATION

About me

Led Digital Strategy at two major integrated health systems

Founding/platinum member of the Mayo Clinic Advisory Board on Social Media

T: @chrisboyer

New Model of ConsumerismACCESS

• LOCATIONS • SCHEDULING • URGENT CARE • RETAIL CLINICS • VIRTUAL VISITS

CHOICE

• PATIENT RATINGS • QUALITY • PRICING • BILLING • RANKINGS • ONLINE

COMMUNITIES

EXPERIENCE

• SERVICE DESIGN • PERSONALIZATION • FEEDBACK/

RESOLUTION • RETAILIZATION • WAYFINDING • CONCIERGE

Access

1/3 OF PATIENTS would switch providers if presented with a more convenient personal experience

Choice

60% OF PATIENTS switch physicians because of better service from a new provider

Experience

NEARLY 90% OF PATIENTS want to use digital means to manage their healthcare

In this new era of consumerism,we must adopt a #DIGITALFIRST

mentality

Digital is an integral (and convenient) part of our lives

It’s easy to build and track engagement

Digital can influence positive behavior

Everything online is absolutely measurable

#DigitalFirst

Call centers Appointment scheduling/reminders Electronic bill pay Finding a Doctor Service recovery Reputation management Transparency (price & quality) Reviews & rankings Patient portal

#DigitalFirst for Consumerism

WEBSITES

SOCIALMEDIASEO

MOBILEPATIENTPORTAL

CRM

APPS

Call centers Appointment scheduling/reminders Electronic bill pay Finding a Doctor Service recovery Reputation management Transparency (price & quality) Reviews & rankings Patient portal

#DigitalFirst for Consumerism

WEBSITES

SOCIALMEDIASEO

MOBILEPATIENTPORTAL

CRM

APPS

Find a Doctor: the competition

Our Find a Doctor problemToo many (or not enough) choices

Not really usable (by people, as well as computers)

Hardly any decision-support

Built within a silo

Our data sources are often wrong (or outdated)

Prioritizing consumer choicesDeal-breakers:

• Do they accept my insurance?

• Are they the right doctor for me (speciality/subspecialty)?

• Do they accept new patients?

• Are they close/convenient to me?

Prioritizing consumer choicesTie-breakers:

• What is their bedside manner/demeanor?

• What is their experience?

• Are they aligned with a good facility?

• How do others feel about them (online reviews)?

Other FAD considerations• Online appointment scheduling

• Synonym mapping to common search terms

• Enhanced on-page SEO (micro-formatting)

• On-page bios

• Updated photos (and videos)

• Clinical publications

• Blog posts/news articles

Remember: we can’t be everything

to everyone

WEBSITEFIND A DOCTORHEALTH-SEEKERS

CALL CENTERRESIDENTS/INTERNSREFERRING DOCTORS

STAFFX

“Consumers use search engines as a means to a hospital website with the goal of finding information on specific providers. While some hospitals show up in search engine results for specialties and conditions, few do for provider names. “

The impact of search

Your Find a Doctor tool is often the first point of contact to your system.

The most important thing:

Instead of adopting a Ritz-Carlton level of customer service, you should adopt a Zappos level of customer service.

Your online Find a Doctor tool is often the first point of contact to your patient access center.

The most important thing:

Instead of adopting a Ritz-Carlton level of customer service, you should adopt a Zappos level of customer service.

Use commonly searched terms

Use uncommonly searched terms

Link between other pages/websites

Create additional content

Get reviewed

When in doubt, hire a pro

Increasing findability

SEO is a zero sum game

Make it easier for them

Align with their needs

Focus on improving experience

Make things convenient

Keep patients engaged

Our patient know best

Chris Boyerchrisboyer@gmail.com

@chrisboyer